"zhongyang car review" independent brands should speed up the creation of global models
2024-10-04
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in the past september, nearly 40 new cars were launched on the market. this is not only a sign of fierce competition in the car market, but also a sign that the knockout rounds have begun. among them, ledo l60, jikrypton 7x, zhijie r7, avita 07 and the new zhiji ls6 have attracted much attention.
the reason for this is that these cars are medium-sized suvs, with a length of less than 5 meters, a similar wheelbase, and a sales price between 200,000 and 250,000 yuan. their targets are all directed at the tesla model y, triggering the debate over "who can really replace model y and become the next global model" has begun.
as a global model, tesla model y replaced toyota rav4 as the global sales leader with sales of 1.22 million units last year. this not only brings huge scale effects and cash flow to tesla, but also indicates that the world's best-selling models have entered the new and old era of 2.0. pure electric models replace fuel vehicles, intelligence replaces purely mechanical attributes, and the threshold of global models has occurred. change.
the key is that this trend is still strengthening. from a domestic perspective, tesla model y continued to be the best-selling model in the domestic passenger car market with sales of 45,000 units in august this year, following last year's great sales. in the first eight months of this year, the cumulative delivery volume of tesla model y exceeded 354,000 units, continuing to become a hot seller in the chinese auto market. it can be said that model y has become tesla’s money-attracting tool. therefore, "becoming model y and surpassing model y" has become the pursuit of many domestic car companies.
why is tesla model y so popular among consumers? on the one hand, the main sales version of tesla model y is in a market segment of about 250,000 yuan. for a long time, there was really no decent competing product. coupled with the intensifying wave of electrification transformation in the entire market, the sense of identity brought by the tesla brand makes it easy to become the first choice for users of traditional fuel vehicles who need to purchase or replace traditional fuel vehicles.
on the other hand, although model y has been launched for a long time and has not yet ushered in a replacement. it has only undergone some "minor repairs", but model y has many advantages such as three-electric system, battery life reality, energy consumption performance, smart cabin maturity, and driving. in terms of texture and energy replenishment system, it is still very balanced. in addition, after many official price cuts, the selling price has also fallen within the range that everyone is willing to accept.
the mass production of global models can not only achieve economies of scale, significantly reduce unit costs, and bring significant cost benefits, but can also promote brands on a global scale, increase brand visibility and influence, and even change the fate of enterprises. in the traditional fuel vehicle market, well-known global models such as the bmw x3 and toyota rav4 all occupy an important position in brand sales and achieve mutual success with the company.
the problem is that building a global model is not easy. when combing through global models, most of them have the following characteristics: first, they must be cost-effective, not only priced at an affordable price, but the cost of use must also be low; second, the product must be reliable and maintenance frequency is low; and finally, the brand power must be strong enough. in the era of new energy vehicles, two additional conditions must be added to become the sales leader, namely a convenient energy replenishment network and a leading level of intelligence.
the latest data from the china association of automobile manufacturers shows that in the first eight months of this year, my country's automobile production and sales were 18.674 million units and 18.766 million units respectively, a year-on-year increase of 2.5% and 3% respectively, and the growth rate of production and sales has further narrowed. among them, the export volume of automobiles was 3.773 million units, a year-on-year increase of 28.3%. this means that if exports are ignored, the domestic market is actually declining. facing the declining domestic market, going overseas has become a pragmatic choice for many chinese car companies.
the automobile is a highly globalized industry. accelerating the overseas expansion of chinese car companies will not only help expand new space for global development, but also help increase the global influence of the brand. but whether it is performance growth, brand building, or even the research and development of key core technologies, the ultimate goal is still reflected in product strength, that is, the creation of global models. despite encountering various storms, my country currently has the world's largest new energy vehicle industry chain and has been at the forefront of global automotive technology industry changes for the first time in history. this undoubtedly provides independent brands with the opportunity to launch more competitive global smart electric models. , providing a unique advantage in fighting against wind and waves. (author: yang zhongyang source: economic daily)
source: economic daily
